The Source

COMING TOGETHER FOR THE KIDS

Flagship store hosts launch of Roots-MasterCard national campaign to provide assistance to Big Brothers Big Sisters of Canada.       By ROBERT SARNER

Talk about the total being more than the sum of the parts. Talk about one plus one equaling three. Talk about putting the resources and reputation of two great companies toward an excellent cause.

In the true holiday spirit, MasterCard Canada and Roots are now working together raising funds for young Canadians in need. Launched last month, the Give a Little for Something Big campaign involves all Roots stores across the country and the Roots website together in a coordinated effort in support of Big Brothers Big Sisters of Canada’s (BBBSC) In-School Mentoring Program.

Over a six-week period ending on Christmas eve, Roots and MasterCard are encouraging consumers to help give thousands of children an in-school mentor by making a $5 donation online or by adding $1 or more to their purchases at Roots stores and at roots.com.

The launch event took place at the Roots flagship store in downtown Toronto last month in the presence of leaders of the two companies, the head of BBBSC, hockey legend Bobby Orr and members of the media. Some 25 “littles” and their “bigs” participated in the evening where they were presented with Roots apparel.  The event also featured a special performance by vocalist Voyce Alexander and Roots musical director Terence Gowan.

“As business leaders with a strong sense of community, the partnership between MasterCard and Roots is a natural fit,” says Kevin Stanton, President of MasterCard Canada which donated $25,000 to BBBSC to help kick off the campaign. “By supporting Big Brothers Big Sisters of Canada, it’s our hope that every child in Canada who needs a mentor or role-model will have access to one. To be part of such an important initiative with an iconic company like Roots is something we are very proud of.”

During the holiday period, the Give a Little for Something Big campaign is being supported with a major advertising effort – on national English and French TV, online and in various newspapers – in addition to Roots in-store signage and Roots cashier ask programs.

“Roots is honoured to be joining forces with MasterCard Canada on this great initiative, as both companies share a common goal of supporting the community,” says Roots Co-Founder Michael Budman. “At Roots, we believe that the ultimate gift is helping others, and adding as little as $1.00 to your purchase this holiday season can mean that another child who needs a role model will receive one. We’re thrilled to be partnering on this with such a first-class, socially responsible company as MasterCard.”

MasterCard and Roots are encouraging Canadians to support BBBSC while making their holiday gift purchases at Roots stores across the country. Staff in each location have been instructed to ask customers if they wish to make a donation toward this charity. As an added incentive to retail employees to participate, MasterCard is donating a prize to the six stores that generate the largest amount of donations within their respective category. MasterCard will give each employee in the winning stores a $100 MasterCard gift card and a $100 charitable donation to the charity of the store’s choice. By early December, several weeks into the campaign, Roots had raised nearly $50,000 in support of BBSC. So far, here are the top stores in each of the six categories in terms of what they’ve generated:  Robson St. (Vancouver, BC); Durham Centre (Ajax, Ontario); Halifax Shopping Centre (Nova Scotia); Kelowna (BC); Calgary TD Centre (Alberta); Southpark Edmonton Centre (Alberta).

“It's great to see our entire retail staff work together to raise money for the Big Brothers and Big Sisters of Canada,” says Jarar Kazmi, Executive Director, Retail Operations.  “We have high hopes for this initiative and it was important to us that everyone has an opportunity to take part in this campaign.  This is the first time that customers have been able to donate without having to make a purchase and it’s gratifying that they are  responding so positively.” 

The Roots website is also playing an important role in the campaign. “We have included the TV commercial on our Facebook page as well as our Roots Buzz blog to drive greater public awareness of the campaign,” says James Connell, Director of E-Commerce and Digital Marketing.  “To encourage donations at roots.com, we’ve added a link to the homepage and in every category of products, we try to encourage online shoppers to donate as well as store shoppers. I’m really excited to be able to be involved with such great partners and to be able to help Roots customers and staff give back to the communities where they live.” 

Several people at Roots have played a key role in the successful execution of this project. They are (listed alphabetically): Graham Canning, Vice President & Chief Financial Officer; James Connell, Director of E-Commerce and Digital Marketing; Stephanie Holden, Creative Director; Jarar Kazmi, Executive Director, Retail Operations; Jay Lopes, Director of Visual Merchandising; Robin Nelson, Director of IT; Raymond Perkins, Director of Public Relations and Special Events; Robert Sarner, Director of Communication and Public Affairs; Laura Simpson (Empire PR);  Josh Tillo, Retail Operations Coordinator.

“We consider ourselves lucky to have support from a generous and committed partner like MasterCard Canada and a leading Canadian retailer like Roots,” says Bruce MacDonald, President of BBBSC.  “We’re hopeful that Canadians will give a little extra this holiday season so that we can expand our recruitment of volunteers in order to give Big Brothers and Big Sisters to the thousands of Canadian children on our waiting list.” 

Founded in 1917, BBBSC is the nation’s largest youth-mentoring organization providing quality adult mentoring services for 20,000 children in more than 900 communities. The role of each mentor is to help provide a positive influence in the life of a child when one is needed.  - R.S.

HOPE REIGNS AT ROOTS-HOSTED EVENT FOR JANE GOODALL

Leading figures join Roots to raise funds for environmental education program

In mid-November, in the culmination of a three-month campaign spearheaded by Roots, more than 750 people attended the ‘Reason for Hope’ evening in Toronto in honour of internationally renowned primatologist, global environmental advocate and UN Messenger of Peace Dr. Jane Goodall.

The evening was chaired by Roots Co-Founders Michael Budman and Don Green and their wives Diane Bald and Denyse Green.  Master of Ceremonies George Stroumboulopoulos (Host of the CBC’s The Hour) was joined by leading environmentalist Dr. David Suzuki, the Honorary Dinner Chair.

 

At the event, Dr. Goodall received an honorary doctor’s degree from the University of Haifa for her lifetime achievements as a humanitarian, conservationist and peace activist. These include founding Roots and Shoots, a worldwide program that encourages young people to address both human and environmental issues in their communities and aims to foster a new generation of enlightened leaders.  Proceeds from the event will be shared equally between Canadian Friends of Haifa University and the Jane Goodall Institute of Canada and will support the development of the Institute's Roots and Shoots education program in Canada and Israel.

 

Dr. Goodall gave the keynote address in which she stressed the importance of each individual taking responsibility to contribute, even in seemingly small ways, to making the earth a better place for all. She explained that despite the current problems, she remained hopeful, citing four main sources: The human brain; the determination of young people; the indomitable human spirit; and the resilience of nature.

Special guests included, from the entertainment world, film director Norman Jewison; actor Woody Harrelson; actor/comedian Eugene Levy; singer/actor Michael Burgess; theatre impresario Jeff Latimer; singer/rapper K-os and supermodel Yasmin Warsame; from the sports world, Canadian world champion kayaker Adam van Koeverden; Right To Play Founder Johann Koss; and former NHL players (and current MP) Ken Dryden and Stew Gavin; and business leaders/philanthropists Gerry Schwartz and Heather Reisman; and media guru Moses Znaimer.

The ‘Reason for Hope’ evening also featured special performances by the Roots and Shoots Soul Revue with musical director Terence Gowan and vocalists Voyce Alexander and Nadia.

Several leading figures from the entertainment world in the United States – including Dan Aykroyd, Michael Douglas, Catherine Zeta-Jones, Robbie Robertson and Martin Short – lent their support to the ‘Reason For Hope’ campaign that was launched last summer with a special evening at the Roots headquarters.

The major sponsors were MasterCard Canada; Gluskin Sheff and Associates; and the Stolero Family Foundation.

All the carbon emissions caused by travel to last month’s event by our special guests from overseas, and the environmental impact caused by running the event itself, were offset by Toronto’s Zerofootprint organization through ISO-certified offsets.

SPECIAL DELIVERY

A selection of letters from the world of Roots

While visiting Toronto, I had the good fortune to go shopping at the Roots store in the Eaton Centre. Our 12-year-old son had set out in great detail his clothing requirements as living in Ireland it is impossible to access your products and so he jumped at the opportunity to have me provide a shopping service for him.

In your store, I was met by a young man named Brett Tagoe. He helped me locate all the items we needed and he was exceptionally courteous and efficient in his work.

All of the store staff were helpful but I thought it important to single out Brett in particular as he certainly made my challenge a lot less onerous.

Wishing Roots continued success.

Michael Hogan

Dublin, Ireland

 

A NICE TOUCH
I would like to bring to your attention an exceptional example of Roots customer care. I called your ‘Roots 73’ store at Windsor Crossing in Windsor to inquire about the availability of stretch sweat pants for my niece for her 10th birthday. She was diagnosed with cancer in late May and has required frequent stays in hospital since then. Her parents requested yoga/sweat pants, loose or adjustable in the waist, for her to wear during radiation treatments, which are focused on her lower back.

I explained this on the phone to one of the your store employees, Manager, Bernie O’Beid. She was very helpful and agreed to put aside what she had in my niece’s size.  I came in later that day and purchased two pairs of pants along with coordinating tops and socks. 

To my surprise, after my original phone call to the store, Bernie and her colleagues (I don't know their names) went to a nearby shop and bought my niece a birthday card and WebKinz.  My niece has a collection of these and of course loves the new lamb addition.  My family was most impressed and touched by the generosity of your staff and I wanted that your senior management was aware of this very kind act. 

Please thank them again for us.

Christine Melnyk

Windsor, Ontario

 

RISING TO THE OCCASION

I am writing in response to a phone conversation I had with your Customer Service Department this week. Bethany Peckham was absolutely great and understanding as was the sales rep I dealt with at your store at Yonge and St. Clair in Toronto.

Previously, I’d gone to another location for help with a small problem with the zipper on my purse. It was an unpleasant experience that I wanted to avoid repeating at another store. But I took a chance and went to the Yonge/St. Clair store.

I spoke with Dori Lewis, to whom I explained the problem with the purse and the negative treatment I’d received at the other location. It was a small thing but I felt with the cost of the purse, small problems shouldn't happen.

Dori was excellent. She quickly assured me that Roots would take care of the purse and although her store was busy, she was patient and attentive.  It was really nice to have a sales rep who’s outgoing and friendly and who made me feel that my business was appreciated.

I have great respect for anyone working in retail as I too have worked in a store. It's a tough job. It’s refreshing to have a company as a whole that I can put my faith in.

Thank you Dori and Bethany.

Penny Housone

Toronto

FRESH ROOTS

Two new stores in Alberta and Ontario reflect company's latest retail innovations and show confidence of Roots in the future

 

In late November, the latest Roots flagship store was officially inaugurated with a grand opening event. Located in downtown Calgary, at the corner of 17^th Ave. and 4^th St. SW. on the famous Red Mile, the store is a Roots first in Alberta when it comes to its street-side presence. 

“We’re extremely excited by this new store in Calgary,” says Michael Budman who, along with fellow Roots Co-Founder Don Green, was at the store for the event.  “Its design and eco-friendly attributes reflect the values and esthetics of Roots.  Its addition to the Roots retail family at this time speaks to our brand’s strong presence in Canada in general, and our confidence in particular in Alberta.”

Construction of the store utilized various eco-friendly practices.  The feature wall inside is made of reclaimed cedar while sustainable bamboo was used for different floor and wall fixtures. Another feature are the almost floor-to-ceiling windows that provide lots of natural light.

Meanwhile, a week earlier, to the east, Roots opened its first women’s-only concept store in Oakville, just west of Toronto.  The store is solely dedicated to women’s apparel and leather goods.  Canadian world champion kayaker Adam van Koeverden was at the mid-November grand opening to sign autographs and speak with customers.

REWARDING THE CUSTOMER

Just-launched loyalty program pays dividends to shoppers to the benefit of Roots

After two years of careful planning, the eagerly-anticipated Roots customer loyalty program was launched last month.  Called Roots Rewards, this free service allows customers to earn points for every purchase made.  A reward card is issued to all customers wishing to join, who receive 500 bonus points on their first purchase.  With every dollar spent thereafter, customers receive 10 points added on to their accounts.

Redeeming the points is easy.  A five-dollar discount is given for every 1,000 points collected.  Add extra points to your account by joining the ‘Roots Insider’ mailing list, or by referring other customers to join.  Being part of the Roots Rewards program also grants customers access to members-only deals, contests, events and online offers.

Although not the first of its kind at the company, Roots Rewards is a refreshing new concept.  There is an interactive element that gears email updates to the customer based on their previous purchases.

“This is a great way to keep in touch with our customers needs,” says Senior Director of Ecommerce and Digital Marketing, James Connell who heads up the program.  “When we understand our customer, we can reflect that more effectively in our products.”

Thanks to an excellent team effort of James, Director of Information and Technology Robin Nelson, Store Services Manager Lena Owens, Creative Director Stephanie Holden, Vice President and Chief Financial Officer Graham Canning and the entire Information and Technology Department, the Roots Rewards Program is a great way for customers to get more for their money while allowing Roots to serve them better.   

A DREAM COME TRUE

Store manager meets his idol when hockey legend drops in

  Being part of the Roots team is rewarding, sometimes in unexpected ways.  On a recent weekend, Chris Whaley, Manager of the Roots store in Ottawa’s Market, saw a dream come true.  In the 1980s, while growing up in Belleville, Ontario, he and his brother were passionate followers of the National Hockey League.  To Chris, no one epitomized Canada more than Wayne Gretzky.

“He’s bigger than the Prime Minister,” says Chris.

After joining Roots last August, Chris was thrilled to find out that Wayne is a friend and supporter of the company.  Chris knew of other hockey legends who had visited Roots and he dreamt that one day his idol would come in to his store, which was inaugurated in mid-September.  To his amazement, that day came sooner than expected.

Enjoying a day off, Chris was at home when he received a phone call from co-workers Sidney McLennan and Wendy Chain.  They told him to get to the store as soon as possible.  The Great One had been in and said he would be back after dinner.  Chris put on his Roots hoodie and baseball cap, grabbed his camera and rushed to the store.  He had his brother on the phone and was pacing the floor in anticipation when Wayne walked through the door.

“He made a longtime hockey fan the happiest person on earth by taking a picture with me,” says Chris.  “Having him stand beside me and seeing the flash go off, I knew that I would never forget that moment.”

The hockey legend signed autographs for the three employees and commented on how great the store’s location is.  The area is aimed mainly at tourists and it’s a nice mix of both indoor and outdoor markets.  There are various shops and restaurants in the neighborhood and street vendors open in good weather.  On a beautiful day, it’s the place to be in the nation’s capital.

THE CUTTING EDGE

New leather trimming machine simplifies process for employees

Innovation has always played a key role at Roots.  The leather factory is no exception.

In his 35 years with the company, Director of Leather Karl Kowalewski often

travels to Italy in search of the latest raw material, designs and production techniques. 

On a recent trip, Karl discovered a state-of-the-art leather cutting machine that greatly impressed him.  On his return, he discussed it with his brother, Henry Kowalewski, Factory Production Manager, who’s always on the lookout for the benefits technology can provide. 

Traditionally, heavy metal dyes that look like massive cookie cutters are used to cut leather.  A dye can take weeks to be fabricated and then sharpened.  Today, modernized factories use lasers to cut leather.  This ensures a more precise cut and less waste, and is also much safer for the worker.

“Roots is continuously modernizing our production techniques,” says Karl.  “We are always looking for ways to create an easier and more efficient environment for our

craftspeople.”

After meetings between Karl, Henry and Co-Founders Michael Budman and Don Green, Roots purchased the CM 44 Plus and a new digitizer last summer.  The new addition, which is the size of a Zamboni ice-making machine, now has a pride of place in the 50,000 square foot factory. 

Helen Rego, who has worked in the factory for 13 years, operates the machine.  “This is so much faster and easier than the old method,” says Helen.  “The best thing is that there are no heavy dyes to lift.” 

The patterns for handbags are entered into the digitizer by Product Development Assistant Nadeen Peca and Assistant Designer Ringo Law.  Then, leather is placed on a conveyer belt, which carries it under the laser.  The cuts are then made, all at the click of a mouse.

Located in Toronto, the leather factory is at the heart of the Roots constellation.  Over the past year, the factory has been operating at full capacity due to the great success of the Roots leather bag program.

CUSTOMERS HAVE THE FINAL WORD

Special customization desk in flagship store now lets shoppers personalize leather

The Roots flagship store on Toronto’s Bloor St. is always showcasing exciting new products and innovations.  The latest service is a special customization desk in the Leather Department near the front of the store.  Customers can now order handbags and jackets to their specific requirements, including the type of leather, style and colour.

“This is our way of including customers in the design process of their handbag or jacket,” says Leather Specialist Andy McCurbin, who heads up the program. “Roots can offer this unique service because we make these products in our own factory in Toronto.”

 

Opened in the fall, the Customization Desk is already enjoying great success.  One of the first people to take advantage of this service was actor Idris Elba, who stopped by Roots during the Toronto Film Festival.  Along with Andy, Director of Leather Karl Kowalewski was also on hand to help Idris as he ordered two custom award jackets.

 

The jackets are popular with customers because they offer so many optional details.  Flags from any country, embroidered names, chenille letters and catch phrases like ‘Hockey Star’ or  ‘Dance Queen’ can be placed anywhere on the coat.  Customers can even order a specific leather for the sleeves to match their shoes.  With such a diverse selection of design features, the sky is the limit at Roots when it comes to customized bags and jackets.

BLUE JEANS GO GREEN

Roots-Levi's partnership is a big hit

Introduced in Roots stores in the fall, Levi jeans have proven highly popular with customers.  Now, in the latest Roots collaboration with blue jean icon Levi Strauss & Co., and in a match made in eco-heaven, select Roots locations will carry diverse collections of organic denim to suit everyone’s needs.

Making it even easier to live and dress green, Levi’s eco-jeans are a complimentary addition to the Roots sustainable clothing line.  Woven out of 100% organic or recycled cotton, with earth-friendly vegetable dyes and minimal chemical processing, Levi’s denim adds some eco-chic to your wardrobe.

In a hybrid of tradition and innovation, the new Capital E collection is a fashionable choice.  Each ‘ultra premium’ jean is made by hand, making every garment one-of-a-kind.  With a variety of rises and cuts, ranging from the trendy slim fit to a gentle flared leg, the attention to detail and quality craftsmanship make these pants a great style investment.

Classic 501’s are the ultimate straight leg, button-fly jean.  Brought in by Roots Co-Founder Don Green, the distinctive red tab and roomy fit make these jeans one of the brand’s most recognized styles.  With a fit that improves and contours to the body over time, Levi’s 501’s are a sure winner.

Developed by Executive Director of Retail Operations Jarar Kazmi, Vice President of Merchandising Shyrose Kassam, Senior Merchandise Manager for Men’s and Women’s Julie O’Neill and Senior Buyer for the Women’s Department Linda Dritsas, blue jeans are going green.

'CRASH' COURSE IN FASHION

Roots plays cameo in television drama

You never know where Roots will show up next. In addition to often being featured in newspapers and magazines, Roots is also popular with many people in the entertainment industry and as a result it’s not uncommon for Roots items to be part of their productions in front of the camera.

 

This fall, Roots products appear on the small screen in the television adaptation of Paul Haggis’ 2004 Academy Award-winning drama Crash.  Several of the most popular Roots bags, including the Midtown, Midtown Slide Lux and Soho Slide Lux, as well as the men’s Racer Leather jacket, pop up in the dramatic series.  Touching on racial tensions in Los Angeles, Crash stars Dennis Hopper and Tom Sizemore among a diverse ensemble cast examining the notion of the American dream.